Luis Carlos Zucatto

Cadeia reversa do óleo de cozinha: coordenação, estrutura e aspectos relacionais

Production and consumption activities generate residues that, according to their disposal, produce negative impacts on the environment. This situation worsened critically after the Industrial Revolution. In order to reuse these residues, new forms of producing, consuming and proper disposal for these products are needed after the end of their life cycle. Based on this context, the objective of this study is to analyze how a reverse supply chain of the collection of used cooking oil is structured and coordinated. The methodological path observes the qualitative approach and characterizes itself as exploratory. In theoretical terms, the study is guided by the reverse supply chain and the supply chain coordination approaches. Results show the initiative of a company that does not work with used cooking oil, but employs a strategy based on this residue for triggering the structuration process of the chain under analysis. As its main contribution, the study suggests the consolidation of the fifth stage of logistics: Reverse Supply Chain (RSC).

A comunicação verde fala por si? Efeitos na identidade corporativa e propensão de compra [doi: 10.5329/RECADM.2013016]

A tematica da sustentabilidade tem alterado o cenario estrategico das empresas diante de varias mudancas. Uma destas diz respeito as transformacoes nos criterios de decisao dos consumidores, que comecam a predispor-se a tornar o verde a sua prioridade, atraidos por marcas que possuem principios verdes. A partir disso, as empresas passaram a usar estrategias de comunicacao dos seus principios sustentaveis diretamente nas embalagens de seus produtos. Diante disso, o objetivo deste estudo foi verificar os impactos da comunicacao verde na identidade corporativa e propensao de compra. Para tanto, realizou-se um estudo de carater quase-experimental e com design fatorial da ordem de 2 (Embalagens e Selos Verdes) x 2 (Identidade Corporativa e Propensao de Compra), manipulando a presenca ou ausencia do tipo de apelo utilizado (embalagem ou selos verdes). Como principais resultados, o estudo mostra que a identidade corporativa e percebida positivamente mediante a presenca tanto dos selos quanto pelas embalagens verdes – sendo os primeiros mais efetivos – o que tambem influencia, de maneira positiva, na propensao de compra. Palavras-chave: Comunicacao verde, Propensao de compra, Identidade corporativa. DOES THE GREEN COMMUNICATION TALK BY ITSELF? EFFECTS IN CORPORATE IDENTITY AND PURCHASE PROPENSITY ABSTRACT The sustainability issues have changed the strategic environment of companies facing many changes. One of these being related to changes in the consumer’s decision criteria that have begun to promising the green being acted to brands that have linked green principles. Since that the companies started to use communication strategies for their sustainable principles directly on the packaging of their products. Thus, the objective of this study was to verify the impact of green communication on corporate identity and propensity to purchase. Therefore, we carried out a quasi-experimental study and with the factorial design of the order 2 (Packaging and Green Stamps) x 2 (Corporate Identity and Willingness to Purchase), manipulating the presence or absence of the type of appeal used (packaging or green stamps). As the main results of the study shows that corporate identity is perceived positively by both, the presence of seals for packaging as green - the former being more effective - which also affects, in a positive way, the propensity to buy. Keywords: Green communication, Propensity to purchase, Corporate identity.

A comunicação verde fala por si? Efeitos na identidade corporativa e propensão de compra

The sustainability issues have changed the strategic environment of companies facing many changes. One of these being related to changes in the consumer’s decision criteria that have begun to promising the green being acted to brands that have linked green principles. Since that the companies started to use communication strategies for their sustainable principles directly on the packaging of their products. Thus, the objective of this study was to verify the impact of green communication on corporate identity and propensity to purchase. Therefore, we carried out a quasi-experimental study and with the factorial design of the order 2 (Packaging and Green Stamps) x 2 (Corporate Identity and Willingness to Purchase), manipulating the presence or absence of the type of appeal used (packaging or green stamps). As the main results of the study shows that corporate identity is perceived positively by both, the presence of seals for packaging as green - the former being more effective - which also affects, in a positive way, the propensity to buy.

Cadena inversa del aceite de cocina: coordenación, estructura y aspectos relacionales

Production and consumption activities generate residues that, according to their disposal, produce negative impacts on the environment. This situation worsened critically after the Industrial Revolution. In order to reuse these residues, new forms of producing, consuming and proper disposal for these products are needed after the end of their life cycle. Based on this context, the objective of this study is to analyze how a reverse supply chain of the collection of used cooking oil is structured and coordinated. The methodological path observes the qualitative approach and characterizes itself as exploratory. In theoretical terms, the study is guided by the reverse supply chain and the supply chain coordination approaches. Results show the initiative of a company that does not work with used cooking oil, but employs a strategy based on this residue for triggering the structuration process of the chain under analysis. As its main contribution, the study suggests the consolidation of the fifth stage of logistics: Reverse Supply Chain (RSC).

Reverse chain of cooking oil: coordinación, structure and relational aspects

Production and consumption activities generate residues that, according to their disposal, produce negative impacts on the environment. This situation worsened critically after the Industrial Revolution. In order to reuse these residues, new forms of producing, consuming and proper disposal for these products are needed after the end of their life cycle. Based on this context, the objective of this study is to analyze how a reverse supply chain of the collection of used cooking oil is structured and coordinated. The methodological path observes the qualitative approach and characterizes itself as exploratory. In theoretical terms, the study is guided by the reverse supply chain and the supply chain coordination approaches. Results show the initiative of a company that does not work with used cooking oil, but employs a strategy based on this residue for triggering the structuration process of the chain under analysis. As its main contribution, the study suggests the consolidation of the fifth stage of logistics: Reverse Supply Chain (RSC).